Ethnocentrism Bias on Consumer Perception of Service Quality and Intention to Buy

Fernanda Putri Gisela(1*), Rahmat Hidayat(2),

(1) Sanata Dharma University
(2) Universitas Gadjah Mada
(*) Corresponding Author

Abstract


Tujuan percobaan ini adalah untuk melihat apakah persepsi konsumen terhadap kualitas layanan dan intensi membeli dipengaruhi oleh latar belakang budaya mereka. Berdasarkan interaksi antar budaya konsumen, peneliti yakin terdapat perbedaan pada cara konsumen memandang kualitas layanan yang mereka terima dan intensi mereka untuk membeli. Suku Sunda dan Surabaya merupakan suku budaya yang diteliti dalam penelitian ini sebagai sampel budaya Indonesia yang direpresentasikan melalui dialek dalam stimulus eksperimental berupa rekaman audio. Penelitian ini menggunakan metodologi kuantitatif dan desain kuasi eksperimen dengan dua kelompok perlakuan untuk post-test saja. Sejumlah 100 mahasiswa S1 di Yogyakarta, berusia 17-23 tahun, memiliki keturunan Sunda dan Surabaya berpartisipasi dalam penelitian eksperimental ini. Mereka juga harus bersekolah di SD hingga SMA di Bandung atau Surabaya. Dari hasil interaksi antara budaya konsumen dan frontliner, diperoleh temuan bahwa tidak ada perbedaan persepsi konsumen terhadap kualitas layanan dan intensi membeli. Dalam kajian lintas budaya ini, ditemukan bahwa bias etnosentris mempengaruhi persepsi dimana masyarakat meyakini budayanya sendiri lebih unggul. Konsumen dari Bandung lebih menyukai frontliner dari Bandung dibandingkan Surabaya, dan sebaliknya. Ditemukan pula bahwa tidak terdapat dampak interaksi budaya terhadap intensi membeli.

Keywords


ethnocentrism; consumer perception; service quality; intention to buy

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References


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DOI: https://doi.org/10.24071/suksma.v5i3.9184

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